Getting your property in front of enough potential customers when they are looking to book is critical for any hotel. One of the most frequent concerns we hear at HiRUM is the frustration felt by so many hotel managers that they either don’t have enough time or don’t feel confident enough to effectively promote their property. Accommodation and hotel marketing can seem like a minefield to many but it doesn’t have to be so we thought we would guide you through how to market your hotel business and outline 4 essential tools for increasing your visibility to potential customers.
It goes without saying that a beautiful website is a prerequisite for all properties nowadays. In fact, we’d go as far as to say it’s the single most influential factor in the booking decision-making process. Of course our guide to how to market your hotel business has to begin with your website.
Hotel website design is so important for making a good first impression. Your website not only needs to showcase your hotel and present it in the best light possible, using great photos and images, but also be easy for visitors to navigate and mobile-responsive, meaning it can be viewed on any type of device from desktop to mobile. You should also look to ensure that your hotel website is easy for you to manage and maintain.
Not all websites are built the same, however, and we’d always recommend using website designers who are specialist in the field of hotel web design as they are most likely to know what drives conversion and ultimately help drive more direct bookings for your hotel.
Once you have your stunning hotel website, you need to make sure that it’s found when travellers are doing an online search. In such a competitive industry, this generally doesn’t happen unless you search engine ‘optimise’ your website. All this means is ensuring that every page of your website is sending the right ‘signals’ to Google and the other search engines about what your web page is about.
To do this, there are a couple of key steps: understand what keywords are going to be most valuable to you and ensure these keywords are embedded well in your website. While it’s possible to do some of this work yourself, it would probably prove cost-effective in the long run to engage a marketing agency to do this for you.
Once you have your website designed and optimised, it’s time to increase your visibility to a wider market and start driving people to your beautiful online shop. When looking at how to market your hotel business, your Google My Business and social media presence are amongst the key factors to help you do this.
A Google My Business listing is important to ensure your property displays correctly and frequently in Google Search results, Google Maps and Google+ across all devices. And a social media presence on, for example Facebook, Instagram and Google+ can really help to build your online profile, generate traffic to your website, as well as generating reviews for your hotel.
To begin with it’s best to only focus on a couple of social media channels, particularly if you are going to struggle to post things regularly as there is nothing worse than a stale social media profile. If you are posting to multiple social media channels there are tools available to help you do this, such as Hootsuite or Buffer.
It’s also really important to manage your online reputation so if you do get Google or Facebook reviews for your hotel, whether they be positive or negative, it’s important to respond to them as it demonstrates that you care what your customers think.
HiRUM’s marketing services include an integrated Marketing Reach program to manage all these aspects of hotel marketing for you. Find out more below.
When you are looking at how to market your hotel business, of course, you can’t go past Google’s own products. When it comes to increasing your reach and potential to drive new bookings online, Google Hotel Ads are the perfect solution.
Google Hotel Ads allows you to showcase your hotel in local search results on Google.com and in Google Maps, across all mobile and desktop devices. Travelers’ will see your ads when they are actively looking for accommodation in your area.
In addition, it offers the opportunity for travellers to book directly with you, bypassing the online travel agencies (OTAs), allowing you to capture more bookings direct, on your own website.
Google has partnered with a select network of integration partners only to connect hotels to this service. HiRUM is proud to be one of these and can provide Google Hotel Ads setup for your property.
With our experience and reputation in the hotel industry, HiRUM are the perfect marketing partners to take your hotel business to the next level. Give us a call today on 07 5574 4990 to find out how to market your hotel business.
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